Magnifi: The Future of Investing Starts Here

A way to smart investing

Magnifi is a conversational wealth management platform that helps users make informed investing decisions through automation, intelligent recommendations, and guided exploration. When I joined, the product was functional but lacked a cohesive visual system, scalable layout structure, and intuitive navigation model.

My primary responsibility, alongside my team, was to redesign the product experience and introduce new analytical features to improve conversational experience, decision‑making, and engagement.

Where things were breaking down

Users would land on the dashboard and immediately feel the weight of too much information with too little direction. The issues were hard to ignore:

• Portfolio Health: Users had numbers but no way to quickly tell if their portfolio was actually performing well or quietly falling behind.
• UI Layout: The most important information was buried behind extra taps
• Portfolio Performance: Numbers were shown without enough context to understand why performance changed.
• Navigation & UI: Functional, but not intuitive. Users had to work to piece the story together.

What became clear early on was that users were confused about how to read the product. That insight became the foundation for the redesign.

My Role

I led the re-design of Magnifi’s core product, focusing on how investment information is structured and understood, while contributing to new analytical features like performance comparisons and portfolio health indicators.

I worked closely with product managers, engineers, and financial experts from early concept through high-fidelity designs. The redesigned experience has since been rolled out as part of Magnifi’s evolving product.

Understanding User Expectations

Three questions shaped the direction of the work.

• How can the product help users understand their portfolio health easily?
• What information needs to be visible upfront for users to feel oriented and confident?
• What does a truly clear investing experience look like?

User Profile

The original dashboard showed a lot but lacked focus, hiding what mattered and feeling dense. The redesign introduced a clear hierarchy, surfacing portfolio value, performance, and alerts upfront, making insights easier to read and understand.

Before After

Investor Portfolio

Previously, users had to click preset prompts and navigate screens to generate chat responses. The new UI surfaces relevant portfolio information and market movement directly, allowing users to understand results immediately and engage more naturally without needing to trigger outputs.

Before After

Portfolio vs Market

A user can simply type in a prompt and Magnifi will pull up a live comparison against the S&P 500, complete with a side by side chart, daily change indicators, and time range controls so users can see exactly where they stand

Perform Trades

The earlier trade flow fragmented a single decision across multiple steps. Quantity, account selection, and validation lived in different places, and users only learned whether a trade worked after reaching the cart. Even simple actions felt interruptive and slow.

The redesigned widget brings the entire trade into one focused surface. Buy/sell, quantity, value, and account selection are handled together with real-time context like cash availability and price movement. Inline validation reduces friction, making trading faster and more predictable.

Market Research

Staying on top of market research shouldn't feel like a second job. The Research tab connects the latest reports directly to what users already own and follow, so every article feels relevant rather than noise. Users can ask "What does this mean for me?" on any report and Magnifi instantly ties the insight back to their portfolio, making it easy to go from reading to acting.

Search Investments

Knowing what to invest in is often the hardest part. Search goes beyond a basic lookup by surfacing personalized picks, trending ideas, and saved searches, helping users discover opportunities that actually match their profile and interests without having to start from scratch every time.

Rolled out Freemium

As Magnifi evolved, the product team aligned on a new business direction: transitioning to a freemium model to increase acquisition, encourage activation, and create a clearer path to paid value.

The goal was to create a model that felt encouraging to upgrades through demonstrated value rather than blocking key functionality prematurely.